Pranai Phornprapha: Finding ‘soul’ in Thai cuisine
Siam Motors Group’s scion is set to shake up Bangkok’s hospitality sector
PRANAI PHORNPRAPHA travels a lot and has had several transformative experiences that shaped his concept of hospitality. But one of the biggest epiphanies didn’t happen in a lavish five-star suite in Paris, a serene teahouse in Kyoto, or the azure waters of Santorini.
Instead, it happened in the deep, dark belly of the earth, hidden beneath the jungles of Vietnam.
“Son Doong Cave was unlike anything I’ve ever experienced,” recalls the chief executive of lifestyle group Kaleido. “Seven days of no showers, no electricity, no connection to the outside world… I had to use a lot of wet wipes.”
For a man steering a dynamic hospitality portfolio, that week spent in darkness illuminated a simple yet profound truth: that hospitality at its core must provide a total escape from reality.
“Whether it’s a cave, a restaurant or a hotel,” he says, “the goal is the same: to make people forget their day-to-day lives and feel truly immersed in an experience.”
Under his leadership, Kaleido Lifestyle has sought to redefine escapism in Thailand’s lifestyle sector. Its dining concepts include Taan, a hyper-local restaurant that celebrates artisanal Thai ingredients; Chim Chim, a whimsical cafe blending art, design and food; and Paradise Lost, a neo-tropical rooftop bar with panoramic views of the city.
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All three establishments are housed within the Siam@Siam Design Hotel Bangkok, a property owned by Siam Motors Group – Phornprapha’s multi-billion-dollar family business.
“People’s tastes are more niche than ever,” he says. “There’s no one-size-fits-all concept anymore. They’re curious, they like to be surprised, and they’re learning about everything online. They want something new all the time. But more than that, they want authenticity. People can sense when something lacks soul – and that’s the real challenge in the lifestyle sector today.”
For these reasons and more, Kaleido is expanding its offerings beyond hotel-based dining. In the coming months, it will launch three new concepts across Bangkok, beginning with the February debut of Soma, a Thai social kitchen in Siam Patumwan House. Created in collaboration with celebrity Thai chefs Chalee Kader and Thaninthorn “Noom” Chantrawan, the concept promises to celebrate Thailand’s rich culinary heritage with bold, communal dining experiences.
Shortly after, Kaleido will open a new branch of the Vietnamese restaurant Kao.Piak.Sen in the trendy Ekkamai district, offering classic comfort food from a neighbouring country. And finally, a Japanese-inspired dining concept will open its doors also in Siam Patumwan House. Phornprapha describes it as “a toned-down Nobu, casual yet elegant”, offering an elevated yet accessible experience.
As if running a burgeoning hospitality portfolio wasn’t enough, Phornprapha is also gearing up for a personal milestone.
Shortly after Chinese New Year – one of the busiest times for his business – he is marrying popular actress Taew Natapohn. Their lavish Bangkok wedding boasts a VIP-spangled guest list of over 1,000. This will be followed by a more intimate destination celebration at his holiday home in Khao Yai.
Life is accelerating, but Phornprapha is determined to stay ahead.
Rooted in family, driven by vision
Born into the influential Siam Motors dynasty, Phornprapha’s career could have easily followed the established path of his family’s empire. For over seven decades, Siam Motors has been a cornerstone of Thai industry, specialising in automotive manufacturing, industrial equipment and other heavy industries.
“We’ve been working with Nissan, Daikin, Komatsu and various other major brands for decades. We have over 70 years of history,” he says. “But I wanted to do something else, something more personal.”
From an early age, his love for design and architecture had fuelled his passion for travel. Seeing the world as a source of endless learning, he wanted to explore what truly makes people happy. Each place he visited always offered a unique inspiration.
Ubud, Bali, for instance, was life-changing. “There’s a spiritual energy there… Every restaurant feels personal, like the staff genuinely want to work there. They have an ikigai feel to their living, where their passion and purpose intersect. It taught me that design isn’t just about aesthetics, but about creating environments where people feel alive.”
London’s famous eatery Brat, with its communal Basque-inspired vibe, also shaped his views. “You can linger over a bottle of wine, order food non-sequentially, and just exist in the moment… It’s so inviting and unpretentious – but still exceptional.”
Ski trips to Niseko, Japan, offered another perspective. “From the food to the smallest design detail, everything feels intentional, everything has a purpose for being – even the snow!”
After earning an economics degree in 2010, Phornprapha resisted joining the family business because “I didn’t want to rely on what was built for me”, he shyly admits. But an early stint in private wealth management didn’t quite stick, and his first restaurant venture – a passion project with friends – became an exercise in burnout.
He recalls: “I was managing the staff and writing our social media posts. I was recruiting and interviewing people – and when they didn’t show up for work, it was a nightmare. We eventually closed the restaurant because we’d had enough.”
The experience was sobering. “I decided I was never going to open a restaurant again unless I had the right teams and systems in place. You can’t just have a great idea – you have to have the right people to execute it.
“Operational excellence is non-negotiable.”
This lesson came in handy in 2018 when he decided to join Siam@Siam Design Hotel Bangkok, a property under the family’s Siam Motors Group. Strategically located in Bangkok’s vibrant Pathumwan and Siam districts, the hotel was well-positioned but facing increasing competition in the bustling hospitality scene.
For Phornprapha, this was an opportunity to make his mark.
Reimagining Thai food
As the managing director of Siam@Siam Design Hotel Bangkok, he envisioned more than a boutique hotel. His ambition was to transform the property into a vibrant hub of culture, creativity and community. “Each space needed its own identity,” he says, “with storytelling and craftsmanship at its core.”
The Covid-19 pandemic in 2020 presented an unexpected challenge – and opportunity. As the hospitality industry ground to a halt, Phornprapha took the time to reimagine the hotel’s purpose. “People were craving connection and authenticity more than ever,” he reflects. “It made us realise that every detail, from design to service, had to evoke a sense of comfort.”
By 2023, his vision had grown beyond the walls of the hotel. With nearly 500 employees in multiple cities, he created Kaleido Lifestyle to amplify his vision and launch new spaces that feel “soulful”.
He says: “It’s hard to pin down what ‘soul’ is. Every restaurant wants it. But I find that usually it’s the owner-run restaurants that are more soulful. Everything about them – from the furniture to the food – has the owners’ touch.”
To achieve this, he and his team are extremely hands-on. “Every concept we create is crafted by the team, focusing on the pillars that matter most, whether it’s design, food or sustainability. We don’t just stop there – we make sure the operations team fully understands how to deliver that vision.”
Take Taan, for instance: “For me, Taan is very niche. It’s not for everybody… When we first envisioned it, we wanted a Thai restaurant, but we knew we couldn’t do normal. Back then, Thai food was either street food like tom yum goong or pad krapow, or fine dining versions like tom yum goong with Australian lobster or Japanese wagyu green curry. We had to offer something new.”
After a few redesigns, Phornprapha and his team decided to focus on Thai ingredients and the people behind them. “Thailand is geographically one of the best spots for food. The climate is perfect for everything from growing greens to raising chickens and pigs. Our seafood is so good that more than 70 per cent of it is exported – and that’s the problem! The best of our food is sent overseas. So we wanted to change that by championing our exceptional food, and by supporting artisanal farmers and fishermen who are putting their hearts into what they do.”
Taan became a stage for his vision of exception. It takes pride in its creative reinterpretation of Thai cuisine – even though Phornprapha knows it’s not for everyone. “There will always be people – maybe 90 per cent – who walk in expecting traditional Thai food and won’t care about what we’re trying to do. That’s okay. Taan was built for the 10 per cent who do care, who value the story behind the dish, who want to know about its hidden ingredients or lost recipe, who appreciate that it’s more than just a meal.”
Rising serpent
While Taan caters to a niche audience, Chim Chim and Paradise Lost appeal to broader demographics while offering depth for those seeking more. “Someone can walk in, enjoy the design and have a good drink. But for those who care about sustainability or the story behind the design, there’s more to discover,” says Phornprapha.
Paradise Lost, with its neo-tropical, post-apocalyptic aesthetic, champions sustainability using eco-spirits and recycled materials. “We don’t use single-use plastics at all,” he emphasises. Similarly, Chim Chim, an “art-inspired social diner”, features Thai artwork, repurposed furniture and communal elements such as wine workshops and painting classes.
Upcoming restaurants Soma and Kao.Piak.Sen mark only the first phase of its expansion. In the next five to 10 years, expect more “bars, restaurants, hotels – as well as other concepts beyond these”, he says. “The goal is for people to recognise the brand for excellence and say: ‘If it’s a Kaleido project, I want to try it.’”
As Chinese New Year ushers in the Year of the Snake, Phornprapha – a proud Snake who turns 36 in March – is poised to strike. “We’re really busy right now, with a lot more team members from diverse fields. We believe the momentum is strong and we’re going to achieve great things in the new year.”
He says: “The Thais are proud of their food. They are fixated on how things should be cooked, according to how their mothers and grandmothers did them. But that’s already changing, and we’re seeing a growing openness to fresh takes and experimentation.”
Photography: Darren Gabriel Leow Fashion direction: CK Make-up: Crystal Loh, using NARS & Goldwell Location: Terrace Suite at Artyzen Singapore
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